In the second half of 2006, a concept called The big ideaL began to gain some traction at Ogilvy & Mather. During discussions about the need for Ogilvy to have great ideas at the core of the company, it had become apparent that many really powerful brands were built not just on ideas, but also on ideals - an idesl being a higher purpose that rallies support for the brand from many quarters, both inside an outside the company, and that provides a plataform for all sorts of great ideas over time, generating real support and, ultimately, demand. The big ideL is not intended to be just another tool. Even to some hardened skeptics, it seems like a real step forward. But the only truly convincing argument for it is if it's associated with great work and great business results. If you're planning on using it, please let people (country and planning management) know, and please ask for as much help as you need. And if you find it helpful, or not. please share. The big ideaL belongs to al of us.
Localização no acervo: 659.1 S542b 2009 Biblioteca SP-TECH